Become the source of education that ensures your buyers’ survival.When you make the problem tangible, you make your solution valuable.

Here’s what I’ve learned after 15 years of creating messaging for B2B companies.Executive buyers want a solution. But here’s the problem: Buyers aren’t ready to change what they’re doing now. They might say they are, but they aren’t. That’s why buyers’ sales objections, if they give you any, don’t feel as if they can hold water.

Become the source of education that ensures your buyers’ survival.When you make the problem tangible, you make your solution valuable.

Here’s what I’ve learned after 15 years of creating messaging for B2B companies.Executive buyers want a solution. But here’s the problem: Buyers aren’t ready to change what they’re doing now. They might say they are, but they aren’t. That’s why buyers’ sales objections, if they give you any, don’t feel as if they can hold water.

Each success grew larger from a slowly rolling snow ball of conditions, into a weighty body of knowledge. It began as an intuition or hunch. Your knowledge grew into an unconscious behavior then became a sure-fire action. That action didn’t need explaining, not to anyone. Not to yourself. That’s your unique knowledge at work.

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